Content Outline
Would you believe that 90% of new businesses or startups never consider a marketing plan for their salon?
It’s pretty surprising how many new salons just wing it without a proper marketing plan.
Many rely on social media posts and hope their friends and family will keep the business running.
Even the most promising salons can hit a dead end pretty fast.
Think about it.
When you don’t have a steady flow of new clients coming in, your business goes downhill—not because your services aren’t brilliant, but simply because the money dries up.
So, whether you’re running a hair salon, a beauty salon, a medical spa, or an aesthetics clinic, you’ve got to have a game plan—sorry, I mean a marketing plan.
Let’s go step-by-step on how to build that plan and get it rolling.
First things first, think about what you want to be known for. Are you all about haircuts or coloring nails? Or do you like to do cosmetic procedures?
Pick one and specialize in it and be the best at it.
This choice should match your skills and what you’re most comfortable with. Don’t try to do everything—you’ll just end up tired and confused, as will your clients.
Expertise: Show off your skills with the latest trends. Before-and-after pics or client testimonials on social media can work wonders.
Luxury Feel: Create an upscale vibe that people find hard to resist. Use top-notch products and make your place look and feel like a mini-holiday.
Skilled Staff: Brag a little about your staff’s qualifications and specialities. Certifications and experience can set you apart.
Cutting-Edge Technology: Emphasize that you use the latest tech and techniques. Offer demos or explainer videos on your website and social media. This appeals to clients who are tech-savvy and want the best.
Highly Skilled Practitioners: Showcase your staff’s qualifications and expertise. Share their professional bios and add testimonials from satisfied clients to build trust.
High Patient Satisfaction: Highlight before-and-after photos and share positive reviews. Providing statistics on your patient satisfaction rates can give potential clients peace of mind.
By breaking it down like this, you can clearly communicate what sets your aesthetic Clinic apart and attract clients who value top-notch, advanced services.
Who are you trying to attract? Go beyond just age and gender. Think about what drives them and how you can meet those needs. Create personas—fictional characters that represent your ideal clients:
Market segmentation involves dividing your broader target market into smaller, more manageable groups based on various criteria.
Tailor your messages accordingly so that each group feels like you’re speaking directly to them.
You need a budget, especially in the first few years. It’s essential to find new customers while keeping your current ones happy. I’ve seen too many new salons spend a fortune on fancy equipment and décor but forget about marketing. Your marketing budget is what’s going to bring people through the door, so it should be a top priority.
Annual Turnover Forecast: Let’s say £120K
Monthly Turnover: £10K
Marketing Budget (7–10%): £700–£1000 a month. Aim for the higher end or even double it for the first three years to get things rolling
You want a mix of online and offline tactics to cover all your bases.
Social Media: Use Instagram, Facebook, and TikTok to post engaging photos, ads, and stories.
Google Ads and SEO: Optimise for local search so when someone searches for “best beauty salon in [city],” you pop up.
Email Marketing: Send newsletters with promotions, beauty tips, and updates.
Website: Make sure it’s professional and easy to navigate, especially for booking appointments.
Social Media Ads
Google Ads and SEO
Email Marketing
Website management
Total
Flyers and Posters: Hand these out in local gyms, cafes, and community boards
Local Events: Sponsor events or host beauty workshops to build local awareness
Partnerships: Team up with local gyms, boutiques, or spas for cross-promotions.
You want a mix of online and offline tactics to cover all your bases.
Email Campaigns: Send out promotions with a clear “Book Now” button.
Social Media Ads: Use strong calls-to-action like “Get 20% Off Today.”
SMS Blasts: Send text promotions to encourage quick responses.
Content Marketing: Post helpful beauty tips and how-to videos.
Influencer Partnerships: Collaborate with local influencers to subtly endorse your salon.
PR and Reviews: Get some articles in local lifestyle magazines and gather positive reviews online to build trust.
Use the right tools to keep an eye on how things are working:
Track website traffic and conversions
Monitor social media performance
See how your email campaigns are doing.
Track customer interactions and bookings.
Check key metrics like Customer Acquisition Cost (CAC), Return on Investment (ROI), Customer Lifetime Value (CLV), and engagement and conversion rates. Adjust your strategies based on what’s working and what’s not.
Content Marketing: Share health, wellness, and preventive care articles.
Local SEO: Ensure your website appears in searches like “best medical clinic in [city].”
Webinars and Online Consultations: Promote these through social media and email.
Before-and-After Photos: Post these on social media and your website.
Seasonal Promotions: Think holidays, wedding season, back-to-school deals.
Referral Programs: Offer discounts for clients who refer their friends.
Client Testimonials and Case Studies: Highlight success stories.
Influencer Partnerships: Get local influencers to demo your procedures.
Educational Videos: Create content explaining procedures, benefits, and recovery tips.
Trend Showcasing: Regularly post the latest nail art designs on social.
Package Deals: Offer combos like manicures and pedicures.
Loyalty Cards: Reward repeat clients with something free after a certain number of visits.
Enhance Customer Loyalty and Word-of-Mouth Marketing
Points System: Earn points for each visit that can be cashed in for services.
Tiered Memberships: Offer different perks at different levels (Gold, Silver, Bronze).
Birthday Specials: A little extra something on their special day.
Referral Incentives: Discounts for both the referrer and the new client
Social Media Contests: Get your clients to share their experiences to win prizes.
Client Testimonials: Ask satisfied customers to leave reviews online.
Crafting a great marketing plan isn’t just a box you tick off; it’s essential for your salon’s long-term success. Understand your services, know who you’re targeting, choose the proper channels, blend your marketing techniques, and keep tweaking your approach. Stick with it; your salon will attract new clients and keep them returning.
Remember, a strong marketing plan is like the foundation of a house. Without it, even the most promising business can collapse. So invest in your marketing strategy—you’ll be glad you did.
Visit Resoclinix to learn more.
